Influencer marketing 1600-SZD-SPEC-IM-KM
The course is an introduction to the subject of promotional campaigns with the participation of influencers, i.e. opinion-forming people, most often running social media profiles, popular YouTube channels or popular blogs.The tasks of the course are: 1/ to present the basic concepts used in influencer marketing, 2/ to indicate the forms of influencer marketing, the ways of practising it, the tools and techniques used, 3/ to present the applications of influencer marketing in marketing and public relations activities. References to the practice of influencer marketing from Poland and other countries will serve to familiarise participants with the tasks performed by social media consultants, marketing campaigns and influencers, the roles they fulfil and the principles of cooperation with other specialists and departments in institutions. This will give students a better understanding of the position and tasks of the discipline in modern communication and management.
Type of course
Learning outcomes
Knowledge | The graduate knows and understands:
WG_01 - to the extent necessary for existing paradigms to be revised - a worldwide body of work, covering theoretical foundations as well as general and selected specific issues - relevant to a particular discipline
within the social sciences
WG_02 - the main development trends in the disciplines of the social sciences in which the education is provided
WG_03 - scientific research methodology in the field of the social sciences
WK_01 - fundamental dilemmas of modern civilisation from the perspective of the social sciences
Skills | The graduate is able to:
UK_05 - speaking a foreign language at B2 level of the Common European Framework of Reference for Languages using the professional terminology specific to the discipline within the social sciences, to the extent enabling participation in an international scientific and professional environment
Social competences | The graduate is ready to
KO_01 - fulfilling the social obligations of researchers and creators
KO_02 - fulfilling social obligations and taking actions in the public interest, in particular in initiating actions in the public interest
KO_03 - think and acting in an entrepreneurial manner
And others: Knowledge: The student has knowledge of the stages of building an influencer marketing campaign and its current status. The student understands the terms related to influencer marketing and has an understanding of the tools and techniques used in influencer marketing. Skills: The student is able to analyse marketing messages in accordance with the latest trends, as well as analyse influencer profiles. He/she knows the creative techniques leading to marketing campaigns and the basic stages of their implementation. Other competences. The student is able to critically approach influencer marketing as an ambiguous area of contemporary organisational practices.
Assessment criteria
Description of requirements related to participation in classes, including the
permitted number of explained absences: Due to the comprehensive nature of the course and the importance of the issues discussed, attendance is recommended and frequent missed classes may result in failing the course. One unexcused attendance is possible.
Principles for passing the classes and the subject (including resit session): Due to the comprehensive nature of the course and the importance of the issues discussed, attendance is recommended and frequent missed classes may result in failing the course. Students will be assessed on the basis of attendance at classes, activity in discussions and prepared presentation. 1. Timely and substantial preparation of the presentation by the due date. 2. Attendance in class and activity in discussions, recorded on an ongoing basis by the instructor, will be an important criterion.The weighting of individual elements will be as follows:- attendance in class and activity in discussions - 15%,- preparation of a credit presentation - 75%.
Methods for the verification of learning outcomes: preparation of a presentation for credit
Evaluation criteria: pass with grade
Practical placement
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Bibliography
Brown D., Hayes N. (2008). Influencer marketing. Who really influences your customers; Elsevier
Stopczyńska K. (2018). Wykorzystanie influencer marketingu w kreowaniu relacji z klientami pokolenia Y. Studia Oeconomica Posnaniensia vol.6, nr 5.;
Stopczyńska K. (2021). Influencer marketing w dobie nowych mediów. Wydawnictwo Uniwersytetu Łódzkiego.
Stopczyński B. (2014).Facebook w komunikacji marketingowej - użyteczność dla firm rodzinnych, Przedsiębiorczość i Zarządzanie, T.XV, Zeszyt 7, Część III/ 2014
Wicińska K. (2017). Media społecznościowe jako narzędzie rozwijające działania marketingowe przedsiębiorstw, Czasopismo Rynek - Społeczeństwo - Kultura, Nr 3(24);
Wilusz R. (2017). Influencer Marketing potężny ponad miarę, Marketing (r)Evolution. Nowe techniki, pomysły, rozwiązania, Oficyna Wydawnicza Politechniki Rzeszowskiej.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: